Veröffentlicht: 10. Januar 2025
GTM Template: Shopify Conversion-Tracking mit Google Ads & Enhanced Conversions
Kostenloses GTM-Template für Shopify Stores: Google Ads Conversion-Tracking, Enhanced Conversions und Remarketing — korrekt aufgesetzt für maximalen ROAS.
Daniils Visnakovs 
Shopify und Google Tag Manager — ein Setup, das viele Shopify-Betreiber frustriert. Shopify’s eigenes Tracking reicht für ernsthaftes Google Ads nicht aus. Dieses GTM-Template gibt dir ein sauberes Setup: Conversion-Tracking, Enhanced Conversions und Remarketing — alles drin.
Was das Template enthält
Tags (4 Stück)
- Google Tag — Basis-Tag mit Conversion Linker
- Conversion Linker — für korrekte Click-Attribution
- Google Ads Remarketing — feuert auf
view_itemundadd_to_cartfür dynamisches Remarketing - Google Ads Enhanced Conversion — übergibt Kundendaten bei
checkout_completed
Trigger (2 Stück)
- view_item | add_to_cart — für Remarketing-Audiences
- checkout_completed — für die Kauf-Conversion
Variablen (13 Stück)
- Bestell-Daten:
orderId,subtotal,currency,tax,shipping - Kunden-Daten:
email,phone,firstName,lastName,street,city,region,countryCode - Google Ads IDs: Conversion ID, Conversion Label
Shopify + GTM: Die Herausforderung
Shopify erlaubt GTM nicht nativ auf der Checkout-Seite (außer Shopify Plus). Aber seit Shopify’s Custom Pixels (Web Pixels API) gibt es einen offiziellen Weg:
- Shopify Admin → Settings → Customer Events
- Custom Pixel erstellen
- DataLayer-Events auf der Checkout-Seite pushen
Die Events checkout_completed, view_item und add_to_cart werden dann über den DataLayer an GTM weitergegeben.
Setup-Anleitung
1. Template importieren
Container importieren → JSON hochladen → Zusammenführen.
2. IDs anpassen
Suche nach XXXXX im Container und ersetze:
G-XXXXX→ deine Google Tag IDConv ID XXXXX→ deine Google Ads Conversion ID- Conversion Label → dein spezifisches Label
3. Shopify Custom Pixel einrichten
In Shopify unter Customer Events einen Pixel erstellen, der die E-Commerce-Events als DataLayer-Pushes implementiert.
4. Enhanced Conversions aktivieren
In Google Ads unter Conversions → Settings → Enhanced Conversions aktivieren. Die Kundendaten (E-Mail, Adresse) werden gehasht übergeben.
Warum Enhanced Conversions für Shopify kritisch sind
Ohne Enhanced Conversions verlierst du einen erheblichen Teil deiner Conversion-Daten — besonders bei:
- iOS-Nutzern (Safari ITP blockiert Third-Party-Cookies)
- Cross-Device Conversions (Nutzer kauft auf einem anderen Gerät)
- Consent-Ablehnung (Nutzer lehnt Cookies ab)
Enhanced Conversions nutzen First-Party-Daten (die der Kunde beim Checkout selbst eingibt) und matchen sie gehasht mit Google-Konten. Das verbessert die Conversion-Erfassung um 10–20 %.
Template herunterladen
Kopiere den JSON-Code, speichere ihn als .json-Datei und importiere sie in deinem Google Tag Manager Container unter Admin → Container importieren.
Kein E-Mail, kein Formular — direkt loslegen.
GTM Container JSON anzeigen
{
"exportFormatVersion": 2,
"exportTime": "2024-03-28 16:17:42",
"containerVersion": {
"path": "accounts/0000000000/containers/000000000/versions/0",
"accountId": "0000000000",
"containerId": "000000000",
"containerVersionId": "0",
"container": {
"path": "accounts/0000000000/containers/000000000",
"accountId": "0000000000",
"containerId": "000000000",
"name": "Dein Container",
"publicId": "GTM-XXXXXX",
"usageContext": [
"WEB"
],
"fingerprint": "0000000000000",
"tagManagerUrl": "https://tagmanager.google.com/#/container/accounts/0000000000/containers/000000000/workspaces?apiLink=container",
"features": {
"supportUserPermissions": true,
"supportEnvironments": true,
"supportWorkspaces": true,
"supportGtagConfigs": false,
"supportBuiltInVariables": true,
"supportClients": false,
"supportFolders": true,
"supportTags": true,
"supportTemplates": true,
"supportTriggers": true,
"supportVariables": true,
"supportVersions": true,
"supportZones": true,
"supportTransformations": false
},
"tagIds": [
"GTM-XXXXXX"
]
},
"tag": [
{
"accountId": "0000000000",
"containerId": "000000000",
"tagId": "4",
"name": "Tag G-XXXXXXXXXX",
"type": "googtag",
"parameter": [
{
"type": "TEMPLATE",
"key": "tagId",
"value": "{{G-XXXXXXXXXX}}"
}
],
"fingerprint": "0000000000000",
"firingTriggerId": [
"2147479553"
],
"tagFiringOption": "ONCE_PER_EVENT",
"monitoringMetadata": {
"type": "MAP"
},
"consentSettings": {
"consentStatus": "NOT_SET"
}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"tagId": "5",
"name": "Conversion Linker",
"type": "gclidw",
"parameter": [
{
"type": "BOOLEAN",
"key": "enableCrossDomain",
"value": "false"
},
{
"type": "BOOLEAN",
"key": "enableUrlPassthrough",
"value": "true"
},
{
"type": "BOOLEAN",
"key": "enableCookieOverrides",
"value": "false"
}
],
"fingerprint": "0000000000000",
"firingTriggerId": [
"2147479553"
],
"tagFiringOption": "ONCE_PER_EVENT",
"monitoringMetadata": {
"type": "MAP"
},
"consentSettings": {
"consentStatus": "NOT_SET"
}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"tagId": "8",
"name": "Ads - Remarketing on view_item and add_to_cart",
"type": "sp",
"parameter": [
{
"type": "BOOLEAN",
"key": "enableConversionLinker",
"value": "true"
},
{
"type": "BOOLEAN",
"key": "enableDynamicRemarketing",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "dataLayerVariable",
"value": "{{Event}}"
},
{
"type": "TEMPLATE",
"key": "conversionCookiePrefix",
"value": "_gcl"
},
{
"type": "TEMPLATE",
"key": "conversionId",
"value": "{{Conv ID XXXXX}}"
},
{
"type": "TEMPLATE",
"key": "customParamsFormat",
"value": "DATA_LAYER"
},
{
"type": "BOOLEAN",
"key": "rdp",
"value": "false"
}
],
"fingerprint": "0000000000000",
"firingTriggerId": [
"6"
],
"tagFiringOption": "ONCE_PER_EVENT",
"monitoringMetadata": {
"type": "MAP"
},
"consentSettings": {
"consentStatus": "NOT_SET"
}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"tagId": "22",
"name": "Ads - Enhanced Conversion",
"type": "awct",
"parameter": [
{
"type": "TEMPLATE",
"key": "orderId",
"value": "{{orderId}}"
},
{
"type": "BOOLEAN",
"key": "enableProductReporting",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "cssProvidedEnhancedConversionValue",
"value": "{{User-Provided Data}}"
},
{
"type": "BOOLEAN",
"key": "enableShippingData",
"value": "false"
},
{
"type": "BOOLEAN",
"key": "enableNewCustomerReporting",
"value": "false"
},
{
"type": "BOOLEAN",
"key": "enableConversionLinker",
"value": "true"
},
{
"type": "TEMPLATE",
"key": "conversionValue",
"value": "{{subtotal}}"
},
{
"type": "BOOLEAN",
"key": "enableEnhancedConversion",
"value": "true"
},
{
"type": "TEMPLATE",
"key": "conversionCookiePrefix",
"value": "_gcl"
},
{
"type": "TEMPLATE",
"key": "conversionId",
"value": "{{Conv ID XXXXX}}"
},
{
"type": "TEMPLATE",
"key": "currencyCode",
"value": "{{currency}}"
},
{
"type": "TEMPLATE",
"key": "conversionLabel",
"value": "XXXX"
},
{
"type": "BOOLEAN",
"key": "rdp",
"value": "false"
}
],
"fingerprint": "0000000000000",
"firingTriggerId": [
"10"
],
"tagFiringOption": "ONCE_PER_EVENT",
"monitoringMetadata": {
"type": "MAP"
},
"consentSettings": {
"consentStatus": "NOT_SET"
}
}
],
"trigger": [
{
"accountId": "0000000000",
"containerId": "000000000",
"triggerId": "6",
"name": "view_item|add_to_cart",
"type": "CUSTOM_EVENT",
"customEventFilter": [
{
"type": "MATCH_REGEX",
"parameter": [
{
"type": "TEMPLATE",
"key": "arg0",
"value": "{{_event}}"
},
{
"type": "TEMPLATE",
"key": "arg1",
"value": "view_item|add_to_cart"
}
]
}
],
"fingerprint": "0000000000000"
},
{
"accountId": "0000000000",
"containerId": "000000000",
"triggerId": "10",
"name": "checkout_completed",
"type": "CUSTOM_EVENT",
"customEventFilter": [
{
"type": "EQUALS",
"parameter": [
{
"type": "TEMPLATE",
"key": "arg0",
"value": "{{_event}}"
},
{
"type": "TEMPLATE",
"key": "arg1",
"value": "checkout_completed"
}
]
}
],
"fingerprint": "0000000000000"
}
],
"variable": [
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "3",
"name": "G-XXXXX",
"type": "c",
"parameter": [
{
"type": "TEMPLATE",
"key": "value",
"value": "G-XXXXX"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "7",
"name": "Conv ID XXXXX",
"type": "c",
"parameter": [
{
"type": "TEMPLATE",
"key": "value",
"value": "XXXXX"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "11",
"name": "orderId",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "orderId"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "12",
"name": "subtotal",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "subtotal"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "13",
"name": "currency",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "currency"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "14",
"name": "email",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "email"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "15",
"name": "phone",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "phone"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "16",
"name": "first_name",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "first_name"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "17",
"name": "last_name",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "last_name"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "18",
"name": "country",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "country"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "19",
"name": "zip",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "zip"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "20",
"name": "city",
"type": "v",
"parameter": [
{
"type": "INTEGER",
"key": "dataLayerVersion",
"value": "2"
},
{
"type": "BOOLEAN",
"key": "setDefaultValue",
"value": "false"
},
{
"type": "TEMPLATE",
"key": "name",
"value": "city"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
},
{
"accountId": "0000000000",
"containerId": "000000000",
"variableId": "21",
"name": "User-Provided Data",
"type": "awec",
"parameter": [
{
"type": "TEMPLATE",
"key": "mode",
"value": "MANUAL"
},
{
"type": "TEMPLATE",
"key": "country",
"value": "{{country}}"
},
{
"type": "TEMPLATE",
"key": "city",
"value": "{{city}}"
},
{
"type": "TEMPLATE",
"key": "last_name",
"value": "{{last_name}}"
},
{
"type": "TEMPLATE",
"key": "phone_number",
"value": "{{phone}}"
},
{
"type": "TEMPLATE",
"key": "postal_code",
"value": "{{zip}}"
},
{
"type": "TEMPLATE",
"key": "first_name",
"value": "{{first_name}}"
},
{
"type": "TEMPLATE",
"key": "email",
"value": "{{email}}"
}
],
"fingerprint": "0000000000000",
"formatValue": {}
}
],
"builtInVariable": [
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "PAGE_URL",
"name": "Page URL"
},
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "PAGE_HOSTNAME",
"name": "Page Hostname"
},
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "PAGE_PATH",
"name": "Page Path"
},
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "REFERRER",
"name": "Referrer"
},
{
"accountId": "0000000000",
"containerId": "000000000",
"type": "EVENT",
"name": "Event"
}
],
"fingerprint": "0000000000000",
"tagManagerUrl": "https://tagmanager.google.com/#/versions/accounts/0000000000/containers/000000000/versions/0?apiLink=version"
}
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Über den Autor
Daniils Visnakovs
Ex-Google-Berater, Speaker (u.a. Nomad World Fest) und Coach. Spezialisiert auf Conversion-Tracking, Google Ads und datenbasiertes Marketing. Hilft Unternehmen, Werbebudgets messbar einzusetzen — in 1:1 Beratung, Workshops oder auf der Bühne.